Advertising As Multilingual Communication PDF Download
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| Author | : H. Kelly-Holmes |
| Publisher | : Springer |
| Total Pages | : 206 |
| Release | : 2016-01-11 |
| Genre | : Business & Economics |
| ISBN | : 0230503012 |
Download Advertising as Multilingual Communication Book in PDF, ePub and Kindle
Advertising has traditionally communicated messages to consumers with strong local and national identities. However, increasingly, products, producers, advertising agencies and media are becoming internationalized. In the development of strategies that appeal to a large multinational consumer base, advertising language takes on new 'multilingual' features. The author explores the role of advertising language in this new globalized environment, from a communicative theory point of view, as well as from a close linguistic analysis of some major advertising campaigns within a multicultural and multilingual marketplace.
| Author | : Marco Santello |
| Publisher | : Routledge |
| Total Pages | : 122 |
| Release | : 2016-08-05 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 1315392569 |
Download Advertising and Multilingual Repertoires Book in PDF, ePub and Kindle
Advertising and Multilingual Repertoires explores advertising from the perspective of multilingual audiences. Santello introduces the key linguistic processes involved in advertising discourse, and analyses the relationship between the linguistic repertoires of audiences and language use in advertising. This book: Showcases the most recent advancements in linguistic research as applied to the study of advertising and multilingualism, adopting an approach that focuses on linguistic resources; Examines how advertisements make use of language(s), including Italian and the use of English as a foreign language, in order to attract attention and persuade their audience; Familiarises readers with response mechanisms that bilinguals and multilinguals experience when exposed to advertising in different languages; Demonstrates both qualitative and quantitative approaches to researching the intersections between language and marketing. Advertising and Multilingual Repertoires is key reading for postgraduate students and researchers in the field of language and advertising.
| Author | : Jos Hornikx |
| Publisher | : Springer Nature |
| Total Pages | : 263 |
| Release | : 2019-12-17 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 3030316912 |
Download Foreign Languages in Advertising Book in PDF, ePub and Kindle
This book presents a comprehensive account of the use and effects of foreign languages in advertising. Based on consumer culture positioning strategies in marketing, three language strategies are presented: foreign language display to express foreignness, English to highlight globalness, and local language to appeal to ethnicity (for instance, Spanish for Hispanics in the USA). The book takes a multidisciplinary approach, integrating insights from both marketing and linguistics, presenting both theoretical perspectives (e.g., Communication Accommodation Theory, Conceptual Feature Model, Country-of-origin effect, Markedness Model, Revised Hierarchical Model) and empirical evidence from content analyses and experimental studies. The authors demonstrate that three concepts are key to understanding foreign languages in advertising: language attitudes, language-product congruence, and comprehension. The book will appeal to students and researchers in the fields of sociolinguistics, applied linguistics, psycholinguistics, marketing and advertising.
| Author | : Peter Auer |
| Publisher | : Walter de Gruyter |
| Total Pages | : 606 |
| Release | : 2008-09-25 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 311019855X |
Download Handbook of Multilingualism and Multilingual Communication Book in PDF, ePub and Kindle
This volume is an up-to-date, concise introduction to bilingualism and multilingualism in schools, in the workplace, and in international institutions in a globalized world. The authors use a problem-solving approach and ask broad questions about bilingualism and multilingualism in society, including the question of language acquisition versus maintenance of bilingualism. Key features: provides a state-of-the-art description of different areas in the context of multilingualism and multilingual communication presents a critical appraisal of the relevance of the field, offers solutions of everyday language-related problems international handbook with contributions from renown experts in the field
| Author | : Marco Santello |
| Publisher | : Routledge |
| Total Pages | : 103 |
| Release | : 2016-08-05 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 1315392577 |
Download Advertising and Multilingual Repertoires Book in PDF, ePub and Kindle
Advertising and Multilingual Repertoires explores advertising from the perspective of multilingual audiences. Santello introduces the key linguistic processes involved in advertising discourse, and analyses the relationship between the linguistic repertoires of audiences and language use in advertising. This book: Showcases the most recent advancements in linguistic research as applied to the study of advertising and multilingualism, adopting an approach that focuses on linguistic resources; Examines how advertisements make use of language(s), including Italian and the use of English as a foreign language, in order to attract attention and persuade their audience; Familiarises readers with response mechanisms that bilinguals and multilinguals experience when exposed to advertising in different languages; Demonstrates both qualitative and quantitative approaches to researching the intersections between language and marketing. Advertising and Multilingual Repertoires is key reading for postgraduate students and researchers in the field of language and advertising.
| Author | : E. Martin |
| Publisher | : Springer |
| Total Pages | : 286 |
| Release | : 2005-11-30 |
| Genre | : Business & Economics |
| ISBN | : 0230511902 |
Download Marketing Identities Through Language Book in PDF, ePub and Kindle
Elizabeth Martin explores the impact of globalization on the language of French advertising, showing that English and global imagery play an important role in tailoring global campaigns to the French market, with media companies undeterred by the attempts through legislation to curb language mixing in the media.
| Author | : Epure, Manuela |
| Publisher | : IGI Global |
| Total Pages | : 333 |
| Release | : 2018-09-28 |
| Genre | : Business & Economics |
| ISBN | : 1522557792 |
Download The Role of Language and Symbols in Promotional Strategies and Marketing Schemes Book in PDF, ePub and Kindle
In the increasingly competitive global market, successful and meaningful intercultural advertising plays a key role in reaching out to consumers from diverse language and cultural backgrounds. Therefore, it is crucial for individuals and businesses to be able to navigate the field of marketing communications to cut through the noise in a consumerist society to persuade their target audience. The Role of Language and Symbols in Promotional Strategies and Marketing Schemes provides emerging research exploring the theoretical and practical aspects of the power of words and symbols used in promotional strategies and marketing schemes. Featuring coverage on a broad range of topics such as shock advertising, branding, and celebrity endorsement, this book is ideally designed for marketers, managers, business professionals, academicians, researchers, and graduate-level students seeking current research on the use of language and symbols in marketing tactics.
| Author | : Stacie Writes |
| Publisher | : |
| Total Pages | : 48 |
| Release | : 2016-06-29 |
| Genre | : |
| ISBN | : 9783668239432 |
Download Manipulation of Society Through Advertising. Language Manipulation Mechanisms in Advertisements Book in PDF, ePub and Kindle
| Author | : Gajendra Singh Chauhan |
| Publisher | : |
| Total Pages | : 0 |
| Release | : 2010 |
| Genre | : Advertising |
| ISBN | : 9788131603109 |
Download Language, Media, and Society Book in PDF, ePub and Kindle
In modern language communication, advertising is one of the most striking to arouse strong feelings. Language empowers the advertising message. This book - based on research in India - takes interest in the subtleties of advertising communication and unravels the different intricacies of hidden messages. No matter how innocent an advertisement may appear, profound meaning and messages are continuously played out. To reinforce Chomsky's thesis, "while the surface structure is identical in all interpretations, the deep structure is not." Language, Media & Society takes an approach based on communication perspectives, starting from a wide variety of analytical frameworks, such as social theory or mindset. Advertising is not just a vigorous marketing module, but also an integral element of modern society and cultures. Its enchanting power recycles cultural models and practices through the multiple media exposure. The book digs up layers of linguistic marvels on the syntactical, psychological, semantic, and semiotic levels of the advertising message. It also delves into the sociolinguistic setting of Arunachal Pradesh, power of code mixing in advertising, and the sexist language of advertising.
| Author | : Keiko Tanaka |
| Publisher | : Routledge |
| Total Pages | : 159 |
| Release | : 2005-07-05 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 1134640471 |
Download Advertising Language Book in PDF, ePub and Kindle
Keiko Tanaka offers an analysis of the linguistic devices that are used in advertisements, looking at the strategems which advertisers employ to gain and retain the attention of their audience. Using relevance theory as a framework, she sets out its key aspects and applies them to the language of written advertising in Britain and Japan. Particular emphasis is placed on `covert communication', puns and metaphors, and the book contains a unique chapter on images of women in Japanese advertising. It is fully illustrated throughout with recent contrasting advertisements drawn from the two countries. The book provides a compelling analysis of the language of advertising, and an exploration of Relevance Theory that will be of interest to scholars in many fields.
